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And that middle of the market is coming to expect it now. We get customized recommendations and coupons right when we need them. The digital age has leveled the playing field.

So is that true inside your organization? First, have you figured out a way to serve the middle swath or your customers, or are you still disproportionately focused on the high end? And second, what about your employees? Are you focused on the stars? Are they the only ones who get performance reviews that actually focus on growth and development? This is traditionally how it’s been done, but in the next few years this is going to shift radically. The time to learn how to serve the middle is now.